On the surface, that might seem a minor, grammatical change - and in some ways it absolutely is - but how we choose to speak about ourselves, our work, and each other is no minor, inconsequential thing.

​As much as this applies to people, for a company to ignore this is an equally missed opportunity. For a company building an intentional brand - a brand that matters - ​it is not something to be overlooked.

Our words are incredibly important - even something as simple as a slogan.Especially a slogan.

It directly expresses the vision in the TOMS brand. One for One.

For one, another.
Yes.

So don't overlook that. For yourself or your company.

﻿﻿﻿﻿Once again, I must also note, this is not just about the semantics of branding or marketing.

This is the TOMS vision made manifest in a great commercial, with all those people participating, front and center - those receiving AND those giving - as always; and secondarily, is the branding component.

​The branding works only because that first part is genuine.
And it shows really well here.

More companies are catching on to all this psychology though. So as they do, we consumers will have to hone our discerning eye to spot the trend-following frauds from those genuine.

AdamGreenberg.com is the official website of some guy by the same name. Thanks for being here.

Adam's grateful his 20s were a debt-free decade traveling with intention through work with meaning.
Some of that work includes TOMS, The White House, teaching abroad, experimenting with art and business in the Gift Economy, and two proud terms of national service with AmeriCorps.We have got to reform student loan debt for all.

AdamGreenberg.com is the official website of some guy by the same name. Thanks for being here.

​Adam's grateful his 20s were a debt-free decade traveling with intention through work with meaning. Some of that work includes TOMS, The White House, teaching abroad, experimenting with art and business in the Gift Economy, and two proud terms of national service with AmeriCorps. We have got to reform student loan debt for all!